The partnership positions Gucci as the first luxury fashion house to serve as title partner of a Formula One team beginning with the 2027 season
Gucci announced a multi-year partnership with Alpine Formula One Team that will see the team compete under the name “Gucci Racing Alpine Formula One Team” beginning with the 2027 FIA Formula One World Championship. The agreement marks the first time a luxury fashion house has become title partner of a Formula One team and introduces Gucci Racing, a new platform centered on performance, precision, discipline, and experiential luxury.
The collaboration reflects the accelerating convergence between luxury fashion and global sport, particularly Formula One’s growing influence across younger and increasingly international audiences. Gucci Racing will extend beyond trackside branding into content, product development, hospitality experiences, and client activations designed to position the Italian house more directly within the expanding cultural ecosystem surrounding motorsport.
The partnership arrives during a broader transformation period for both companies. Under the creative direction of Demna, Gucci has been recalibrating its image toward sharper cultural positioning and renewed global visibility. Formula One, meanwhile, continues to evolve from a niche motorsport into one of the luxury industry’s most valuable entertainment platforms, offering brands year-round visibility and access to affluent consumers across strategic markets.
For Alpine, the agreement reinforces the Renault-owned team’s ambitions to strengthen its global profile through lifestyle and cultural partnerships. Founded in 1955 by Jean Rédélé, Alpine maintains longstanding ties to motorsport heritage and performance engineering, while Formula One increasingly serves as a branding vehicle extending beyond automotive audiences. The team currently sits in fifth position in the championship standings, a performance trajectory executives cited as contributing momentum behind the collaboration.
Gucci Racing will debut with dedicated branding incorporating the House’s interlocking G motif alongside a new racing wordmark. The team is expected to compete in Gucci colors beginning in 2027, while future activations will include limited products, exclusive events, and experiential initiatives intended to expand the partnership beyond traditional sponsorship territory.
The move also signals a larger strategic shift within luxury, where fashion houses increasingly pursue long-term cultural ecosystems rather than isolated collaborations. As Formula One continues attracting entertainment, fashion, and technology sectors, Gucci’s entry onto the grid formalizes a relationship luxury brands have gradually cultivated around the sport for years — only now with considerably more horsepower.
